# Frozen Apple Butter Treats Rita's Apple Butter Concrete is Sweet, Spiced and Fruit-Filled By Michael Hemsworth | Published 2025-08-28 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/apple-butter-concrete References: [qsrmagazine](https://www.qsrmagazine.com/news/ritas-announces-new-apple-butter-concrete/) & [ritasice](https://www.ritasice.com)  [Rita's](https://www.trendhunter.com/trends/pumpkin-frozen-coffee) Apple Butter Concrete is a new sweater weather treat headed to the brand's participating locations to provide consumers with a sweet treat that's perfect for enjoyment in fall weather. The treat starts off with the brand's signature Vanilla Frozen Custard that's paired with apple butter, vanilla wafers and apple pie filling to give it a dessert-like consistency. The treat will be on the brand's menu alongside the returning [Pumpkin Pie Concrete](https://www.trendhunter.com/trends/culvers-frozen-pumpkin-treats) to satisfy customers with a penchant for more classic autumnal flavor. Senior VP of Marketing Insights [& Innovation](https://www.trendhunter.com/trends/freddys-bowls) Carmela Hughley spoke on the Rita's Apple Butter Concrete saying, "Fall is one of the most-anticipated seasons for dessert fans everywhere, and at Rita’s it’s the perfect time to surprise our guests with new, innovative flavors that bring the warmth they crave in frozen form. With the introduction of Apple Butter and the return of Pumpkin favorites, we’ve crafted a lineup that’s rich, comforting, and captures everything our fans love about the season, whether they’re craving something brand new or coming back for their fall go-to.” Image Credit: Rita’s Italian Ice & Frozen Custard ## Trend Insights (Trend Hunter) - Score: 3.2/10 - Popularity: 21% | Activity: 28% | Freshness: 48% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Seasonal Flavor Innovations:** The introduction of new autumn-inspired frozen treats such as Apple Butter Concrete highlights the growing consumer desire for seasonal flavor profiles. - **Hybrid Desserts:** Combining elements of traditional desserts like apple pie and frozen custard offers a novel hybrid treat that appeals to adventurous consumers. - **Comfort Food Reinvention:** Reimagining classic comfort foods with modern twists provides opportunities to attract customers seeking both nostalgia and novelty in their dessert choices. ### Industries Being Reshaped - **Frozen Dessert Industry:** The frozen dessert industry stands to benefit from incorporating trending seasonal ingredients to create unique products that drive customer interest and sales. - **Flavor Development:** Focusing on innovative flavor development within the dessert space can capture market share by meeting the seasonal and cultural preferences of diverse consumer bases. - **Foodservice and Hospitality:** Foodservice providers and restaurants can leverage limited-time offerings and seasonal menus to enhance customer engagement and differentiate from competitors. ## Related on Trend Hunter - [Pumpkin Frozen Coffees](https://www.trendhunter.com/trends/pumpkin-frozen-coffee.md) - [Holiday Season Milkshake Menus](https://www.trendhunter.com/trends/ritas-milkshakes.md) - [Pumpkin Cold Brew Coffees](https://www.trendhunter.com/trends/pumpkin-cold-brew-frozen-coffee.md) - [Collaborative Infused Ice Desserts](https://www.trendhunter.com/trends/ritas-italian-ice-1.md) - [Fruity Italian Ice Desserts](https://www.trendhunter.com/trends/raspberries-n-cream-cream-ice.md) - [Cookie-Infused Frozen Coffees](https://www.trendhunter.com/trends/new-cold-brew-frozen-coffee.md) - [Witchy Frozen Dessert Menus](https://www.trendhunter.com/trends/brewberry-italian-ice.md) - [Custard-Based Frozen Coffees](https://www.trendhunter.com/trends/cold-brew-frozen-coffee-drinks.md) - [Festive Hot Cocoa Custards](https://www.trendhunter.com/trends/frozen-hot-cocoa-gelati.md)